Britvic is rolling out a complete rebrand across its entire Rockstar Energy range, including updated packaging and an accompanying marketing campaign.
The new design feature simplified branding, such as getting rid of the “Punched” and “Refresh” subtitle on certain brands, and enhanced graphics on zero-sugar variants to cater to increased preference for sugar-free soft drinks.
Currently, low-sugar stimulants are growing by 29.7% compared to standard stimulants’ 14.7% growth. The whole stimulant segment is currently worth £1.5bn.
Britvic expands Rockstar energy with Refresh range launch
Adrian Howe, brand manager for Rockstar Energy, said: “The rebrand comes at an ideal time to help retailers capitalise on the strong sales performance of energy drinks. We can now better showcase our line-up of innovative flavours, offering shoppers a range of options, including those looking for zero-sugar alternatives.
“This progress follows Britvic’s Healthier People strategy, reformulating our drinks to remove calories with no compromise on taste or quality. The rebrand will help ensure Rockstar Energy stands out in the growing category and allow retailers to better cater to consumer demands.”
Britvic is supporting the rebrand with a marketing campaign spanning social media, outdoor media, digital advertising, influencer partnerships, sampling events and more.
The new packs will feature QR codes – with an always-on activation giving consumers the chance to win free tickets to over 20 O2 Academy venues across the UK through a weekly draw.
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